In today’s digital age, it’s easy to get your word out. With just a device and internet access, anyone can share their thoughts and ideas. However, it’s hard to be heard. How do you stand out amid the vast sea of information? What do you do when people doubt your research findings, or simply make up “alternative facts”? And how do you react when people refuse listening – simply because of who you are and what you stand for?
In light of these challenges, perhaps it’s time to do things differently. Instead of striving to stand out, maybe we should join forces. Perhaps we need to acknowledge that facts alone are unlikely to change someone’s mind, or at least heart. And maybe we can find new avenues for meaningful connections beyond polarized divisions.
While we do not have all the answers, one promising avenue is the power of narratives. Narrative practitioners worldwide have demonstrated how to communicate differently and connect on deeper levels. Let’s learn from their experiences and insights!
Narrative-based or evidence-based advocacy? Both! Together!
Narratives influence how people think about issues. Facts and data alone are unlikely to change this, and if not chosen carefully, they can even reinforce harmful narratives. This was also the concern behind the #WhyLoiter campaign in India. The campaign organizers feared that amplifying the problem of gender-based violence in public spaces might actually feed into the narrative that women should stay home. Instead of presenting facts and research, they mobilized women to “loiter” in public, demonstrating how public space would be transformed if the problem is successfully addressed.
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This does not mean that facts and statistics are not important anymore. But people are more open to it when they are embedded in an inspiring narrative. Have a look at Positive Negatives to see how research findings can be amplified through engaging visual storytelling. To come back to the #Whyloiter campaign, statistics on gender-based violence can still be used to stress the importance of the campaign and their calls for action.
Shift from problems to visions and values
Most traditional campaigns follow the same logic: Presenting the problem – proposing a solution – calling for action. Narrative-based campaigns follow a different logic: They appeal to shared values and positive visions. These values and visions are either strengthened or violated through certain policies and actions. In this logic, the call for action is not only about solving problems, but about upholding your deeply held values and contributing to shared visions. The Mexican #YoPrefieroElLago (I prefer the lake) campaign is a beautiful example, rooting the narrative against the construction of an airport to the values of life, land and community. Watch the short campaign teaser or the full documentary to learn more.
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Shifting your campaign logic allows you to reach more people and different audiences. Not everybody in your country might be willing to take action on behalf of refugees. Or against extractive industries. But what about taking action in support of parents who want their children to be healthy and safe? This could be parents from indigenous communities fighting land grabbing, or families being torn apart by inhuman immigration policies. Does this sound interesting to you? Look at this Worksheet by the Narrative Initiative on how to shift from traditional organizing models to values-based models.
Find alignment in diversity
We live in a world where most of us are flooded with stories, pictures, and messages about what’s wrong in the world and what should change. It’s hard to know where to start, and it’s easy to feel overwhelmed or confused. Narratives are a great way to show that many of our current problems are interrelated, and that we are battling against the same system.
Defining a common narrative within your organization or movement strengthens your identity and allows you to connect different campaigns across issues and over time. Finding narrative alignment across organizations and movements allows you to unfold the whole potential of narrative work. If people hear the same narrative through different messages, stories and campaigns, it starts to resonate and can become dominant over time. From megaphone to mosaic contains tips and handy tools (messaging house, cheat sheet, story bank) to foster narrative synergy across organizations.